Which do you think makes a better connect with you, or whom would you buy from?
We are your only choice
The only company selling blah-blah with blah-blah technology.
We are the only option if you want blah-blah on your blah-blah.
(In other words, if you want blah-blah and not choose us, you’re doomed. Where will you go, eh?)
We appreciate your choice
We are equipped with blah-blah on our blah-blah, but we appreciate that you have a choice of going to other people but have chosen us.
We appreciate that you have chosen us amongst many others who are giving similar (not the same) offerings.
(In other words, we are better, because you chose us; The blah-blah on the offering might be just one of the reasons you did.)
For the last six months, I have been seeing TV spots by this one advertiser: V-Guard, who claims that this is a name you can trust.
Pretty tall claim for someone about whom I don’t know anything – not what they make, not what they sell, not where they are from, not who the chairman/CEO is, not even an idea of the broad sector or field they are in. Since their ads have been on TV, they have not talked about any of these things once. All I see is “V-Guard: the name you can trust”. Yeah, you wish.
Pretty clumsy way to be bit by the “build the brand, not sell the product” bug.
First we saw how Colgate is trying to position itself in a position that is already occupied by arch rival Oral-B. Then there was Havell’s, who copied the idea of doorbells delivering shocks from Anchor. Then it was Samsung Guru and Idea on the tourist-guide-meets-foreigner-tourist-and-communicates-with-the-mobile-phone- in-a-special-way concept.
And today I noticed something. Not only did Tata Motors launch a vehicle named “Magic” (remember that Airtel’s prepaid service has been called “Magic” ever since it acquired Spice’s networks), but take a look at their identity, and then see Airtel Magic’s identity.
There are quite a few shortcuts to get sales, volumes, numbers. Discounts, promotions come to mind. Advertising is one.
Design isn’t. Design is the long-route to get your brand, your product, your organisation where you want it to be.